I knew fashion and beauty icon Heart Evangelista when she was still a teenager—styling her in many features. But it wasn’t until a few years ago that we got to reconnect, and she even reminded me how we first met. I was awestruck by how much she remembered, sharing small details about that encounter.
Over the years, I’ve seen how she balances it all, generously sharing her life experiences and wisdom with anyone willing to listen. Although we do not get to catch up as often, she remains one of the sweetest celebrities I know.
On the other side of this article is my discovery of GRWM Cosmetics, which happened when I interviewed makeup artist Denise Go-Ochoa for a makeup feature. One of the products she used on the bride was the brand’s Browlift product, which piqued my curiosity. I decided to try it for myself, and from the moment I applied it on my brows, I was hooked.
I got to learn more about the brand and the person behind it, Mae Layug-Madriñan, who serves as the chief executive officer, president, chief product officer, and chief marketing officer. I finally had the pleasure of meeting this humble lady, and she really breathes and lives the brand.
And she doesn’t stop there. The cosmetics company not only promotes self-expression and inclusivity, it also takes sustainability, mental health, and animal welfare with the same amount of importance through its many projects.
These are the values that Heart also holds dear. It’s a Filipino beauty brand that she’s proud to be associated with. “Everything she does, she studies down to the smallest detail,” Heart says, giving the example of how the brand’s eyeliner comes in various widths—down to the millimeter. “Mae thinks of the smallest details according to our features, even the shade and the tone of our eyeshadows.”
This is why she reiterates her love for working with local brands. “Because you don’t need to test the products. You know it will automatically look good on you,” explains Heart.
With these women working together, Mae believes their partnership will be amplified, allowing them to reach out and help more people with their advocacies. “Our shared passion for animal welfare creates a powerful alliance, driving change and inspiring everyone to make a difference."
Heart also got sentimental, “It is a pleasure to be part of GRWM. I was genuinely moved by their innovative approach to beauty, inclusivity, especially their commitment to animal welfare, and our shared goal of empowering Filipina beauty.”
At the launch of this partnership, held on Nov. 2, 2024 at the Grand Ballroom of Okada in Parañaque City, a new collection was revealed. Dubbed “The Face Card,” it features a customizable case, in gold and rose gold options, that allows you to create your own color palette and change the combination whenever you like—thanks to strong magnetic slots that make it easy to add or remove.
Choose your own foundation, color corrector, brow powder, sculpting/bronzing/brontour powders, cream bronzer, powder and cream blushes, pressed and baked highlighters, color-changing lip snd cheek balm elixir, eyeshadows in different finishes, and many more.
Also available is the Color Lock Eyeshadow Booster, an eyeshadow primer that intensifies vibrant hues and helps prolong wear of your chosen eyeshadows. This collection will be available starting Nov. 29, 2024.
As mentioned earlier, sustainability is an issue the team has been working hard to address. “We believe that true beauty extends beyond our products. It encompasses our responsibility to the environment and the communities we serve,” says brand manager Germain Peñaflor. Starting this December, we can now return the brand’s empty products at its flagship store, 2.15 Coffee x GRWM Cosmetics—Molino 3 branch. “Every effort counts. Our advocacy for sustainable practices reflects our deep care for the beauty of our environment and the future of our society.”
It’s been quite a while since a local beauty brand has supported so many meaningful advocacies, and Mae proves that it is possible to run a business and give back to the community. This partnership with Heart will not only amplify their efforts but expand their impact, creating more opportunities to inspire and uplift.